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_{No one is immune. Our world moves along at breakneck speed as we satisfy our quest for instant gratification. Businesses compete with cutthroat aggressiveness to deliver their products faster, bigger, and better. Heck, even the beer companies responded by introducing the "big mouth" beer can. We can now drink beer 40% faster. We have drive-through coffee, eating, banking, and oil changes. In California, you can experience drive-through marriages and when you die, friends can pay their respects at a drive-through funeral home. Inarguably, the antidote to instant gratification is patience and persistence. We must be persistent to remain competitive but all the while patient enough to work within the customer's timetable. Even in California, "drive-through" customers do not exist—at least not yet.}

_{Sales representatives and customers are often out of sync during the sales process. Sales representatives are guided by their agendas whereas the customers are guided by theirs. Don't let the lure of commissions, bonuses, or quick sales sabotage your patience. Don't close the deal on your timetable in the interest of a fat paycheck. It's all too common for sales representatives to sell what they need to sell versus what the customer needs to buy. This is further fuelled by corporate incentives: "One more sale and I win the TV," or "I might win the parking spot for the month." Sales managers put additional pressure on representatives by demanding they hit month-end or year-end targets. A huge gap is created between the sales representative's selling agenda and the customer's buying agenda.}